How do consumers reconcile conflicting motives for social group identification and individual uniqueness? Four studies demonstrate that consumers simultaneously pursue assimilation and differentiation goals on different dimensions of a single choice: they assimilate to their group on one...

People exhibit an "illusion of courage" when predicting their own behavior in embarrassing situations. In three experiments, participants overestimated their own willingness to engage in embarrassing public performances in exchange for money when those performances were psychologically distant:...

People exhibit an immediacy bias when making judgments and decisions about humanitarian aid, perceiving as more deserving and donating disproportionately to humanitarian crises that happen to arouse immediate emotion. The immediacy bias produced different serial position effects, contingent on...